Electronic Media: An Introduction
10th Edition
Published on 16. December 2009
Book
Paperback/Softback
464 pages
978-0-07-337886-2 (ISBN)
Description
This concise, student-friendly text teaches the essentials of electronic media and telecommunications. Exploring both the background and structure of this ever-evolving industry and the many ways in which media affects our lives, the text is directed at all students as consumers of media, as well as at students who plan to be media producers. The first section focuses on the various media forms (e.g. radio, the Internet), while the second addresses the functions of media (programming, advertising, etc.). The tenth edition features expanded coverage of contemporary methods and usages of communication, as well as the social significance of media, and how to obtain a job in electronic media.
More details
Edition
10th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 231 mm
Width: 185 mm
Thickness: 18 mm
Weight
665 gr
ISBN-13
978-0-07-337886-2 (9780073378862)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Lynne Schafer Gross is presently a Professor in the Department of Radio-TV-Film at California State University, Fullerton. She has written ten other textbooks and hundreds of magazine articles. In 1999 she was the recipient of the Frank Stanton Award for Distinguished Contribution to Electronic Media Education and in 1997 she received the Distinguished Education Service Award from the Broadcast Education Association. She is a past governor of the Academy of Television Arts and Sciences and has also chaired that organizations Library Committee and Student Activities Committee. As Past President of the Broadcast Education Association she increased membership 24% and funding 59%. Professionally, she is currently Associate Producer for the video series Journeys Below the Line and in the past she was Director of Programming for Valley Cable TV and the producer of numerous radio and TV programs for public, commercial, and cable outlets. Her teaching and consulting have taken her to many countries including Malaysia, Swaziland, Estonia, Australia, Guyana, and Russia. Her doctorate is from UCLA.
Content
Contents
Part 1 -- Electronic Media FormsChapter 1The Significance of Electronic Media 1.1 A Rationale for Study 1.2 A Matter of Terms1.3 Ownership of Media Devices1.4 Use of Electronic Media1.5 The Functions of Media 1.5a Presenting Entertainment 1.5b Disseminating News and Information 1.5c Aiding Commerce 1.5d Transmitting Culture and Customs 1.5e Acting as a Watchdog 1.5f Providing Relaxation and Companionship 1.5g Connecting People to Each Other1.6 The Democratization of Media1.7 Convergence, Proliferation, and Resilience1.8 Issues and the Future1.9 SummarySuggested WebsitesNotes Chapter 2The Internet, Portable Devices, and Video Games2.1 Origins of the Internet2.2 Standardizing the Internet Design 2.3 The Beginning of Email2.4 The World Wide Web2.5 Politicians Boost the Internet2.6 Refining the Internet 2.6a Browsers 2.6b Internet Service Providers 2.6c Search Engines2.7 Internet Growth and Temporary Downfall2.8 Radio on the Internet2.9 Napster and its Aftermath2.10 Voice Over the Internet2.11 Video on the Net2.12 Enter YouTube2.13 Social Networking2.14 Internet Abuses2.15 Portables Devices 2.15a Cell Phones 2.15b Personal Digital Assistants 2.15c Pods2.16 Video Games 2.16a The Early Days of Video Games 2.16b Down and Out--And Up Again 2.16c Games Take on a Variety of Forms 2.16d Console Wars 2.16e Games for the Internet and Beyond2.17 Issues and the Future2.18 SummarySuggested Web SitesNotes Chapter 3Early Television3.1 Early Experiments3.2 The Emergence of Broadcast Television3.3 The Freeze3.4 Early TV Programming3.5 Blacklisting3.6 The Live Era3.7 Color TV Approval3.8 Broadcast-Cable Clashes3.9 Prerecorded Programming3.10 The Quiz Scandals3.11 UHF and Cable TV Problems3.12 Early Cable TV Programming3.13 Reflections of Upheaval3.14 A Vast Wasteland?3.15 The Public Broadcasting Act of 19673.16 Government Actions3.17 Corporate Video3.18 HBO's Influence3.19 SummarySuggested WebsitesNotes Chapter 4Modern Television4.1 Growth of Cable TV Programming Services4.2 Cable TV's Gold Rush4.3 The Beginnings of Satellite TV4.4 Home Video4.5 Broadcast TV in the 1980s4.6 Broadcast and Cable Legal Issues4.7 Growth of Hispanic Television4.8 Satellite TV Revived4.9 The Telecommunications Act of 19964.10 Telephone Company Entry4.11 Digital Videodiscs4.12 Enter TiVo4.13 Programming Changes4.14 New and Revised Networks4.15 Digital TV and HDTV4.16 Issues and the Future4.17 SummarySuggested WebsitesNotes Chapter 5Radio5.1 Early Inventions5.2 The Sinking of the Titanic5.3 World War I5.4 The Founding of RCA5.5 Early Radio Stations5.6 The Rise of Advertising5.7 The Formation of Networks5.8 Chaos and Government Action5.9 The Golden Era of Radio5.10 The Press-Radio War5.11 World War II5.12 Postwar Radio5.13 FM Radio Development5.14 The Restructuring of Public Radio5.15 College Radio5.16 The Changing Structure of Commercial Radio5.17 Satellite and HD Radio5.18 Issues and the Future5.19 SummarySuggested WebsitesNotes Chapter 6Movies6.1 Early Developments6.2 The First Movies6.3 Studio Beginnings6.4 Griffith and His Contemporaries6.5 World War I Developments6.6 Hollywood during the Roaring Twenties6.7 Sound6.8 The "Golden Years" of Moviemaking6.9 Hitchcock and Welles6.10 Color6.11 Hard Times6.12 The Road Back6.13 Mythmakers Lucas and Spielberg6.14 Moviemaking Today6.15 Issues and the Future6.16 SummarySuggested WebsitesNotes
Part 2 - Electronic Media Functions
Chapter 7Careers in Electronic Media7.1 Desirable Traits for Electronic Media Practitioners7.2 College Preparation7.3 Outside Activities7.4 Internships7.5 Networking7.6 Resumes and Reels7.7 Finding the First Job7.8 Interviewing7.9 Diversity7.10 Unions and Agents7.11 Compensation7.12 Types of Job Possibilities 7.12a Production 7.12b News 7.12c Programming 7.12d Engineering 7.12e Sales 7.12f Administration7.13 Issues and the Future7.14 SummarySuggested WebsitesNotes Chapter 8Programming8.1 Sources of Programs 8.1a Self-Produced 8.1b Related and Non-Related Media 8.1c Majors and Independents 8.1d Syndicators8.1e Others8.2 Development8.3 The News Process 8.3a News Gathering 8.3b News Compilation8.4 Formats8.5 Scheduling 8.5a Scheduling Factors8.5b Scheduling Strategies8.6 Drama8.7 Comedy8.8 Reality8.9 Games8.10 Music8.11 News8.12 Sports8.13 Talk Shows8.14 Documentaries and Information8.15 Religion8.16 Children's Programming8.17 Issues and the Future8.18 SummarySuggested WebsitesNotes Chapter 9Sales and Advertising9.1 Media to Customer Sales9.2 Media to Media Sales9.3 The Nature of Advertising9.4 The Role of Advertising Agencies9.5 Traditional Advertising9.6 Product Placement9.7 Interactive Internet Advertising9.8 Underwriting9.9 Advertising Cost Factors9.10 Advertising Practices9.11 Advertisement Production9.12 Advertising to Children9.13 Other Controversial Advertising9.14 Issues and the Future9.15 SummarySuggested WebsitesNotes Chapter 10Promotion and Audience Feedback10.1 Promotion10.2 Forms of Audience Feedback10.3 Audience Research Companies10.4 Sampling10.5 Collecting Data10.6 Analyzing Quantitative Data10.7 Qualitative Research10.8 Pretesting10.9 Other Forms of Research10.10 Reporting Results10.11 How Audience Measurement Is Used10.12 Issues and the Future10.13 SummarySuggested WebsitesNotes Chapter 11Laws and Regulations11.1 The Federal Communications Commission11.2 The Executive Branch11.3 The Legislative Branch11.4 The Judicial Branch11.5 The First Amendment11.6 Profanity, Indecency, and Obscenity11.7 Libel, Slander, and Invasion of Privacy11.8 Copyright11.9 Access to the Courts10.10 Licensing11.11 Ownership11.12 Equal Time11.13 The Fairness Doctrine11.14 Other Regulations11.15 Issues and the Future11.16 SummarySuggested WebsitesNotes Chapter 12Ethics and Effects12.1 Ethical Guidelines12.2 Ethical Considerations12.3 Effects of Media12.4 Organizations That Consider Effects12.4a Citizen Groups12.4b Academic Institutions12.5 High-Profile Effects12.5a Violence12.5b Children and Media12.5c News12.5d Women and Minorities12.5e Sex12.6 Issues and the Future12.7 SummarySuggested WebsitesNotes Chapter 13Technical Underpinnings13.1 The Digital Process13.2 Audio Production Equipment13.3 Video Production Equipment13.4 The Electromagnetic Spectrum13.5 Terrestrial Radio Broadcasting13.6 Terrestrial Television Broadcasting13.7 Satellites13.8 Other Wireless Distribution13.9 Wire Transmission13.10 Pick Up and Carry13.11 Motion Picture Exhibition13.12 Radio Receivers13.13 TV Sets and Computer Monitors13.14 Issues and the Future13.15 SummarySuggested WebsitesNotes Chapter 14The International Scene14.1 Early Film14.2 Early Radio14.3 The Colonial Era14.4 World War II and Its Aftermath14.5 Early Television 14.6 Broadcasting's Development 14.7 The Concerns of Developing Nations 14.8 The Coming of Satellites 14.9 Privatization 14.10 The VCR 14.11 The Collapse of Communism 14.12 Indigenous Programming 14.13 The Digital Age 14.14 Issues and the Future14.15 SummarySuggested WebsitesNotes
Part 1 -- Electronic Media FormsChapter 1The Significance of Electronic Media 1.1 A Rationale for Study 1.2 A Matter of Terms1.3 Ownership of Media Devices1.4 Use of Electronic Media1.5 The Functions of Media 1.5a Presenting Entertainment 1.5b Disseminating News and Information 1.5c Aiding Commerce 1.5d Transmitting Culture and Customs 1.5e Acting as a Watchdog 1.5f Providing Relaxation and Companionship 1.5g Connecting People to Each Other1.6 The Democratization of Media1.7 Convergence, Proliferation, and Resilience1.8 Issues and the Future1.9 SummarySuggested WebsitesNotes Chapter 2The Internet, Portable Devices, and Video Games2.1 Origins of the Internet2.2 Standardizing the Internet Design 2.3 The Beginning of Email2.4 The World Wide Web2.5 Politicians Boost the Internet2.6 Refining the Internet 2.6a Browsers 2.6b Internet Service Providers 2.6c Search Engines2.7 Internet Growth and Temporary Downfall2.8 Radio on the Internet2.9 Napster and its Aftermath2.10 Voice Over the Internet2.11 Video on the Net2.12 Enter YouTube2.13 Social Networking2.14 Internet Abuses2.15 Portables Devices 2.15a Cell Phones 2.15b Personal Digital Assistants 2.15c Pods2.16 Video Games 2.16a The Early Days of Video Games 2.16b Down and Out--And Up Again 2.16c Games Take on a Variety of Forms 2.16d Console Wars 2.16e Games for the Internet and Beyond2.17 Issues and the Future2.18 SummarySuggested Web SitesNotes Chapter 3Early Television3.1 Early Experiments3.2 The Emergence of Broadcast Television3.3 The Freeze3.4 Early TV Programming3.5 Blacklisting3.6 The Live Era3.7 Color TV Approval3.8 Broadcast-Cable Clashes3.9 Prerecorded Programming3.10 The Quiz Scandals3.11 UHF and Cable TV Problems3.12 Early Cable TV Programming3.13 Reflections of Upheaval3.14 A Vast Wasteland?3.15 The Public Broadcasting Act of 19673.16 Government Actions3.17 Corporate Video3.18 HBO's Influence3.19 SummarySuggested WebsitesNotes Chapter 4Modern Television4.1 Growth of Cable TV Programming Services4.2 Cable TV's Gold Rush4.3 The Beginnings of Satellite TV4.4 Home Video4.5 Broadcast TV in the 1980s4.6 Broadcast and Cable Legal Issues4.7 Growth of Hispanic Television4.8 Satellite TV Revived4.9 The Telecommunications Act of 19964.10 Telephone Company Entry4.11 Digital Videodiscs4.12 Enter TiVo4.13 Programming Changes4.14 New and Revised Networks4.15 Digital TV and HDTV4.16 Issues and the Future4.17 SummarySuggested WebsitesNotes Chapter 5Radio5.1 Early Inventions5.2 The Sinking of the Titanic5.3 World War I5.4 The Founding of RCA5.5 Early Radio Stations5.6 The Rise of Advertising5.7 The Formation of Networks5.8 Chaos and Government Action5.9 The Golden Era of Radio5.10 The Press-Radio War5.11 World War II5.12 Postwar Radio5.13 FM Radio Development5.14 The Restructuring of Public Radio5.15 College Radio5.16 The Changing Structure of Commercial Radio5.17 Satellite and HD Radio5.18 Issues and the Future5.19 SummarySuggested WebsitesNotes Chapter 6Movies6.1 Early Developments6.2 The First Movies6.3 Studio Beginnings6.4 Griffith and His Contemporaries6.5 World War I Developments6.6 Hollywood during the Roaring Twenties6.7 Sound6.8 The "Golden Years" of Moviemaking6.9 Hitchcock and Welles6.10 Color6.11 Hard Times6.12 The Road Back6.13 Mythmakers Lucas and Spielberg6.14 Moviemaking Today6.15 Issues and the Future6.16 SummarySuggested WebsitesNotes
Part 2 - Electronic Media Functions
Chapter 7Careers in Electronic Media7.1 Desirable Traits for Electronic Media Practitioners7.2 College Preparation7.3 Outside Activities7.4 Internships7.5 Networking7.6 Resumes and Reels7.7 Finding the First Job7.8 Interviewing7.9 Diversity7.10 Unions and Agents7.11 Compensation7.12 Types of Job Possibilities 7.12a Production 7.12b News 7.12c Programming 7.12d Engineering 7.12e Sales 7.12f Administration7.13 Issues and the Future7.14 SummarySuggested WebsitesNotes Chapter 8Programming8.1 Sources of Programs 8.1a Self-Produced 8.1b Related and Non-Related Media 8.1c Majors and Independents 8.1d Syndicators8.1e Others8.2 Development8.3 The News Process 8.3a News Gathering 8.3b News Compilation8.4 Formats8.5 Scheduling 8.5a Scheduling Factors8.5b Scheduling Strategies8.6 Drama8.7 Comedy8.8 Reality8.9 Games8.10 Music8.11 News8.12 Sports8.13 Talk Shows8.14 Documentaries and Information8.15 Religion8.16 Children's Programming8.17 Issues and the Future8.18 SummarySuggested WebsitesNotes Chapter 9Sales and Advertising9.1 Media to Customer Sales9.2 Media to Media Sales9.3 The Nature of Advertising9.4 The Role of Advertising Agencies9.5 Traditional Advertising9.6 Product Placement9.7 Interactive Internet Advertising9.8 Underwriting9.9 Advertising Cost Factors9.10 Advertising Practices9.11 Advertisement Production9.12 Advertising to Children9.13 Other Controversial Advertising9.14 Issues and the Future9.15 SummarySuggested WebsitesNotes Chapter 10Promotion and Audience Feedback10.1 Promotion10.2 Forms of Audience Feedback10.3 Audience Research Companies10.4 Sampling10.5 Collecting Data10.6 Analyzing Quantitative Data10.7 Qualitative Research10.8 Pretesting10.9 Other Forms of Research10.10 Reporting Results10.11 How Audience Measurement Is Used10.12 Issues and the Future10.13 SummarySuggested WebsitesNotes Chapter 11Laws and Regulations11.1 The Federal Communications Commission11.2 The Executive Branch11.3 The Legislative Branch11.4 The Judicial Branch11.5 The First Amendment11.6 Profanity, Indecency, and Obscenity11.7 Libel, Slander, and Invasion of Privacy11.8 Copyright11.9 Access to the Courts10.10 Licensing11.11 Ownership11.12 Equal Time11.13 The Fairness Doctrine11.14 Other Regulations11.15 Issues and the Future11.16 SummarySuggested WebsitesNotes Chapter 12Ethics and Effects12.1 Ethical Guidelines12.2 Ethical Considerations12.3 Effects of Media12.4 Organizations That Consider Effects12.4a Citizen Groups12.4b Academic Institutions12.5 High-Profile Effects12.5a Violence12.5b Children and Media12.5c News12.5d Women and Minorities12.5e Sex12.6 Issues and the Future12.7 SummarySuggested WebsitesNotes Chapter 13Technical Underpinnings13.1 The Digital Process13.2 Audio Production Equipment13.3 Video Production Equipment13.4 The Electromagnetic Spectrum13.5 Terrestrial Radio Broadcasting13.6 Terrestrial Television Broadcasting13.7 Satellites13.8 Other Wireless Distribution13.9 Wire Transmission13.10 Pick Up and Carry13.11 Motion Picture Exhibition13.12 Radio Receivers13.13 TV Sets and Computer Monitors13.14 Issues and the Future13.15 SummarySuggested WebsitesNotes Chapter 14The International Scene14.1 Early Film14.2 Early Radio14.3 The Colonial Era14.4 World War II and Its Aftermath14.5 Early Television 14.6 Broadcasting's Development 14.7 The Concerns of Developing Nations 14.8 The Coming of Satellites 14.9 Privatization 14.10 The VCR 14.11 The Collapse of Communism 14.12 Indigenous Programming 14.13 The Digital Age 14.14 Issues and the Future14.15 SummarySuggested WebsitesNotes